Archives for July 29, 2017

Saturday’s ad is by the Brewing Industry Foundation, from 1945, part of a series of ads the beer industry undertook just as World War 2 was ending, after their “Morale is a Lot of Little Things” series. They were also a precursor to the “Home Life in America” series that was numbered (and which I’ve featured before), and very similar. Each ad featured an original illustration or work of art by prominent artists of the time, along with the first use of the “Beer Belongs…enjoy it!” tagline. It’s also when the UBIF started using “America’s Beverage of Moderation” in their advertising.

In this ad, entitled “Western Barbecue,” the scene shows a cowboy on a western ranch preparing for a barbecue meal, with cowboy and Native Americans waiting, or eating burgers and drinking beer. The painting was done by Fletcher Martin, who was an ” American painter, illustrator, muralist and educator best known for his images of soldier life during World War II and his sometimes brutal images of boxing and other sports” from Palisade, Colorado.

Today is the birthday of Max Schwarz (July 29, 1863-February 7, 1901). He was the son of Anton Schwarz, who owned the magazine/journal American Brewer, which he turned into a serious scientific journal, writing many of the articles himself, and is credited with helping the entire industry improve its standards and processes. His son Max took over as publisher of the American Brewer when he passed away.

Schwarz’s eldest son, Max Schwarz (b. in Budapest July 29, 1863; d. in New York city Feb. 7, 1901), succeeded him as editor of “The American Brewer” and principal of the Brewers’ Academy. He studied at the universities of Erlangen and Breslau and at the Polytechnic High School at Dresden. In 1880 he followed his father to the United States and became associated with him in many of his undertakings.

Both as editor and as principal of the academy he was very successful. Many of the essays in “The American Brewer,” especially those on chemistry, were written by him. He was a great advocate of the “pure beer” question in America.

Today is Garrett Oliver’s 55th birthday. Garrett is the brewmaster at Brooklyn Brewery and has done more for the craft beer industry to promote pairing food and beer than just about any other person alive. If you haven’t picked up a copy of his book, The Brewmaster’s Table, you should definitely do so. He was also tapped to be the editor of the Oxford Companion to Beer, which came out four years ago (and which I also contributed to). He’s the best-dressed brewer in the world and a great person. Join me in wishing Garrett a very happy birthday.

Garrett and Bruce Joseph, from Anchor Brewery, at the Brewer’s Dinner before GABF a few years ago.

Tom Dalldorf, published of the Celebrator, Garrett and me share a beer at d.b.a.

Giving a cooking demonstration with beer chef Bruce Paton at GABF in 2005.

A happy Garrett with Randy Mosher at the World Beer Cup dinner at CBC in Chicago a few years ago.